The Future of E-Commerce in Modern Culture

The recently completed merger of Amazon and Whole Foods has dramatically altered the possible future of e-commerce food and beverage in the U.S. market. At the same time, high-level sales trends and new consumer research point to the increasing likelihood of a medium-term acceleration in online grocery market share. But, to be honest, we do not see many people in the retail ecosystem taking this as seriously as they probably should. The popular reasons to downplay the online threat are all based on a flawed contextual understanding of how U.S. shopper behavior could change in the next ten years and the effect of this behavioral change on our food retail ecosystem.